Not only is coke up against its nemesis, pepsi, but it must also compete with hundreds of local brands, many of which do. Coca cola drink companies 1 download 11 pages 2,7 words add in library click this icon and make it bookmark in your library to refer it later. O growth information of caca cola coca cola o the cocacola company is the largest manufacturer. This way, when a customer orders a drink, the only brand they are offered is coca cola, which forces them to buy a drink from that brand. However, to examine the ways in which the coca cola company has used marketing strategies to grow in the overseas.
Carbonated soft drinks, for example, reflect approximately 88% of us retail sales, and are. Jun 14, 2015 now people in more than 200 countries drink 1. Cocacola is the worlds biggest softdrink company which manufactures and markets nonalcoholic drink focuses and syrups. The coca cola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. Coca cola marketing manager could use sales information to decide whether or not to. Cocacola life launched with integrated marketing t1 2016.
The marketing strategy mostly used by coca cola is sponsoring an event that mostly attracts large crowds of audience world wide, secondly they make use of distributorship platform within a region and community with large numbers of field marketers. The report focuses on the strategic plan of coca cola. Describe the specific type of consumer that the cocacola company is targeting with each of the following products. Coca cola marketing strategies pepsi co coca cola scribd. Coca cola is the worlds largest beverage organization that has been liked by most of the population. Consequently it is seeking the help of polianitis marketing company pty ltd to develop a professional marketing plan which will help the business achieve its objectives more effectively and efficiently, and inevitably regain.
Cocacolas bold move from creative excellence to content domination. In the first week of march, cocacola became the master brand for classic coke, diet coke, coke zero and coke life under a new onebrand strategy. Oct 05, 2019 the marketing strategy mostly used by coca cola is sponsoring an event that mostly attracts large crowds of audience world wide, secondly they make use of distributorship platform within a region and community with large numbers of field marketers. Introduction to coca cola the coca cola company was first established in 1886 by dr john styth pemberton.
Because of this, coca cola has come up with long term objectives. Coca cola, with large scale operations, is the leader in manufacturing, distributing, and marketing nonalcoholic beverage concentrates and syrups. Giant soft drink company coca cola has come under intense scrutiny by investors due to its inability to effectively carry out its marketing program. Cocacola didnt just jump on the content marketing bandwagon. An example for such successful implementation of marketing strategy is coca cola. Coca cola company report contains more detailed analysis of coca cola marketing strategy covering issues of coca colas public relations, events and experiences and direct selling. History has shown that the coca cola company has touched so many lives since world war ii retroplanet2008.
I need assistance completing a strategic plan for cocacola no more than 3,500 words i have to update my plan to incorporate facilitator feedback attached from the drafts from previous weeks. In fact, this new drink is part of the company plan to conquer the market. This content was copied from view the original, and get the alreadycompleted solution here. Marketing plan of coca cola company marketing essay. Coca colas should do direct mail, banner ads, and inserts, by means of inserts in the register guard likely to be the most successful of the campaigns. Cola companys association with international sporting events such as the olympics and the football european and world cups also helps us to realise significant benefits from unique marketing opportunities at some of the largest and most prestigious sporting events in the world. It is best known for its flagship product, coca cola, and is one of the largest corporations in the united states. Bubble buzz will be marketed as a unique functional drink while striving to reinforce the companys status as the leader in.
Coca cola marketing plan free essay sample new york essays. As is the case with most large and mature companies, coca cola s tactical decisions. Coca cola integrated marketing communications published on march 11, 2015 march 11, 2015 206 likes 11 comments. Strengths cocacola has been an intricate part of american culture for over a century. Marketing strategy and plan coca cola drink companies free. The marketing plan also covers the current position of the business, its target market and a set. Rather, than focusing on marketing messages, cocacola simply gathers images that are somehow related to the coke, itself. The company faces challenges in todays marketplace because of market.
Marketing plan for coca cola company by tuf students slideshare. The soft drinks market is very competitive and cocacola has had their share of success and. Cocacolas current target market is adults looking for a new. Cocacolas marketing strategy market segmentation mass marketing vs. The company has seen record breaking sales and revenue after the product launch of coca cola life. It contributes to the highest sales of soft drinks globally. Cocacola is a prime example for successful marketing building up a brand that is known and liked all over the world. Developing marketing plan for soft drink term paper marketing. This aspect can only benefit cocacola, and will set them apart from their competitors.
Cocacola in 2015 matt curd matt curd page 1 marketing plan. The coca cola company is a beverage company that incorporated on september 5, 1919. The report also comprises application of swot, pestel, porters five forces and valuechain analyses on coca cola company, along with analysis of companys. Therefore the cocacola companys target market strategy is to segment the entire soft drink market to better understand and design marketing mixes that. Cocacola has a lot of strength in their marketing plan and business. Download 12page marketing plan on marketing plan for cocacola 2020. This guide can be used as a marketing template for businesses. Coca cola s headquarters are in atlanta, georgia, in america. However, to examine the ways in which the cocacola company has used marketing strategies to grow in the overseas. Coca cola does not seem to do as much marketing as they used to when the company was established. To achieve a significant level of competitive advantage, it is highly essential to develop core competencies that are not easy to be replaced by other organizations. The marketing mix of coca cola has been changing over time with more and more products being added such that today it has 3300 products. The cocacola company is one of the largest manufacturers, distributors and marketers.
Marketing strategy explanation of marketing strategy extensionproduct differentiation in 2002, the cocacola company extended the. In the year 20, the company had launched its new soft drink product coca cola life which is similar kind of diet coke or coke zero in a. From 29 april 20, cocacola hbcs primary listing has been on the london stock exchange. Sep 08, 2018 bcg matrix in the marketing strategy of coca cola. Environmental analysis pest analysis is valuable while analyzing external environment where a business is conducted. The cocacola company uses marketing strategies to differentiate its product from its competitors to gain a competitive advantage. Nov 29, 2012 this report focuses on specific marketing theory, relevant to the coca cola company, marketing theory include marketing orientation, marketing mix, marketing environment and swot analysis. Coca cola marketing strategy essays the cocacola company is the worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. This report focuses on specific marketing theory, relevant to the coca cola company, marketing theory include marketing orientation, marketing mix, marketing environment and swot analysis. Coca cola marketing plan the coca cola products appeal to a wide range of people from all races, genders, and ages. Marketing theory case of the coca cola company the.
Direct marketing coca cola uses direct marketing in many. This will test the proposed frameworks ability to strategically analyse marketing activities, and by correlation its ability to be used as a tool to create strategies. Proposed strategy compare coke life to different coke products compare it to similar products in the market. Cocacola life launched with integrated marketing t1. Reaching the target market through more sport sponsorship promotes. The purpose of coca colas marketing plan is to serve as a guide for the organization. Coca cola marketing strategies free download as word doc. Debuted in 2009, cocacolas lofty slogan open happiness was overused to cover all of its idealsbased campaigns from antibullying to. Coca cola owns the brand names of coca cola, diet coke, sprite, and fanta which are four of the leading brands in soft drinks coca cola datamonitor, 2007. The latest example is of the company, coca cola which is known as the one of largest nonalcoholic manufacturer in the world. Best practice guidebook creating brand value through.
Coca cola marketing plan analysis effective distribution of different types of product towards various market segments together tit outstanding promotion strategies are noticeable features in coca colas marketing tactics. These initiatives include what markets to enter, what products to introduce and how to compete with other companies more effectively. As a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. This stepbystep guide covers all aspects of the marketing plan with a coca cola example. Our companys largest shareholders are the kartess group and the cocacola company, with approximately 23. Aug 03, 2015 coca cola company report contains more detailed analysis of coca cola marketing strategy covering issues of coca colas public relations, events and experiences and direct selling.
Coke went through two challenging years, but it is now emerging as a focused, well managed company again15 i would give cocacola a buy recommendation because the stock is well below. Information management last free download as powerpoint presentation. Pemberton, an atlanta pharmacist, when he tried to. Discussion and analysis of the marketing strategy of coke zero in the us market robert sarich, riasat zaman, and chinmoy misra coke zero 375ml cans as sold in vending machines were launched in the us market in 2005, as a sugarfree version of coca cola that maintains the same taste. This paper performs a strategic analysis of the cocacola company, a leader in the. The first two months should be worn to get the company up and running.
Direct marketing coca cola uses direct marketing in many ways. The product is controlled by the cocacola company, a. For example, in the past year the cocacola company felt like they needed to focus on. The bench mark of the company is coke and the major products include coca cola, sprite, fanta, barqs root beer, and coke zero.
Cocacola does not seem to do as much marketing as they used to when the company was established. Diet coke, coke zero, diet coke plus, cocacola blab, and full throttle blue demon. Marketing strategy of coca cola coca cola strategy. This case presents the challenges the coca cola company faces in brazil. Sep 07, 2016 the marketing plan also covers the current position of the business, its target market and a set of marketing tools or marketing mix that business will use to achieve marketing objectives. Heres how coca cola keeps its marketing strategy focused. Cocacola designs a contentbased marketing strategy to drive consumer conversations, inspire purchases, and enhance brand value. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. Cocacola asks their consumers multiple times a year about their progress as a company and how they can make themselves better. Marketing plan for coca cola company by tuf students. What types of demographic segmentation is each products marketing most likely to include. Cocacola has unveiled an uplifting new film touting choose happiness, part of the companys effort to streamline messaging across all its brands. Jun 20, 2014 coca cola asks their consumers multiple times a year about their progress as a company and how they can make themselves better. Having a product people enjoy is far from the only thing needed to become one of the.
The open happiness slogan gets replaced by taste the feeling as coke launches the biggest campaign in over a decade. This increase is contributed to coca colas changing marketing strategy. The company has the widest portfolio in beverage industry comprising of 3300 products. Content for coca cola is is now the matter and substance of brand engagement so what can we learn from coca colas new marketing strategy.
Discussion and analysis of the marketing strategy of coke zero in the us market robert sarich, riasat zaman, and chinmoy misra coke zero 375ml cans as sold in vending machines were launched in the us market in 2005, as a sugarfree version of cocacola that maintains the same taste. Cocacola owns the brand names of cocacola, diet coke, sprite, and fanta which are four of the leading brands in soft drinks cocacola datamonitor, 2007. Download 12page marketing plan on marketing plan for coca cola 2020. Is diet coke plus a marketing gimmick from coca cola. Previous failed marketing strategies such as coke zero and desani. Details can be found in the annual financial report on form 20 f. First, the company partners with various restaurants, movie theatres, etc. Besides the popular cocacola and coke brands the business uses more than 500 brands in over 200 countries or areas and serves 1. Coca cola is famous for its worldwide rating and popularity as its products are sold to over 200 counties, while major competitors only sell in some countries, placing coca cola is an obvious and easily known by all people. The company and its subsidiaries employ nearly 31,000 people around. The product is controlled by the coca cola company, a.
The cocacola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. The author will make analysis of these theories, with an application to the attitudes and marketing decisions of the softdrinks manufacturer. A tale, told by an idiot, full of sound and fury, signifying nothing. Tactical planning is a process by which companies determine and prioritize strategic initiatives. Rather, than focusing on marketing messages, cocacola simply gathers images that. The marketing plan also covers the current position of the business, its target market and a set of marketing tools or marketing mix that business will use to achieve marketing objectives. Regarding productivity it plans on being a highly effective, lean and fast. Coca cola market plan and market research free essays, term. Cocacola company is one of the fastest growing multinational enterprises in nigeria. May 27, 2010 its a detailed plan on coca cola company marketing stretegies slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. The company have or owns and markets more than 500 nonalcoholic beverage brands, mainly carbonated beverages but also a variation of ordinary beverages, such as waters, enhanced waters, juices and juice drinks, readytodrink teas and coffees, and energy and. The recommendations make sense if one starts with a scrutiny of the. Cocacola could also maintain its market share in the bric brazil, russia, india and china, because their.
Cocacola, with large scale operations, is the leader in manufacturing, distributing, and marketing nonalcoholic beverage concentrates and syrups. Executive summary the following marketing plan forms the basis for the introduction of an innovative new product by the cocacola company. Joe pulizzi over at the content marketing institute recently shared a fascinating video presentation from cocacola about their upcoming marketing strategy the short version. It is one of the top companies of the world and has remained as the number 1. This case presents the challenges the cocacola company faces in brazil. Coca cola company is one of the fastest growing multinational enterprises in nigeria. The imc approached helped coca cola to bring coca cola life on shelves nationwide. Developing marketing plan for soft drink term paper. History has shown that the cocacola company has touched so many lives since world war ii retroplanet2008.
Coca cola marketing strategy essays the coca cola company is the worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. This aspect can only benefit coca cola, and will set them apart from their competitors. Ceo james quincey said, the brand coca cola will always be the heart and soul of the coca cola company, but the company has. Coca cola marketing plan essay example for free newyorkessays database with more than 65000 college essays for studying. The bottling companies are locally owned and operated by independent business people who are authorized to sell products of the cocacola company. The products image is laden with sentimentality, and this is an image many people have taken deeply to heart. The cocacola company has the opportunity to expand their product range to fulfill the needs. So, as nike, social media is a vital part of the cocacola marketing strategy. Marketing plan measuring success current strategy vs. Discussion and analysis of the marketing strategy of coke. Coca cola is one of the most leading company in soft drink beverage industry. The company is hosting a wide range of beverage products to ensure customers wide choice.
Coca cola has begun advertising for diet coke plus in the us with the slogan great taste has its benefits. Jan 17, 2012 the coca cola marketing strategy recalls shakespeares macbeth. Cocacola has actually produced two videos see videos below that outline the reason for this new initiative and how it plans to execute its plan. Global advertising strategy and creative excellence at cocacola company explains how coke will leverage the opportunities in the new media landscape and transform oneway.
This way, when a customer orders a drink, the only brand they are offered is cocacola, which forces them to buy a drink from that brand. May 09, 2016 the response of integrated marketing communication for coca cola life was prove to be tremendous for the company as it has set the benchmarks for the other companies. The coca cola brand is globally valued and recognized. An evaluation of marketing strategies undertaken by coca cola. Its strategy is to be globally known and its mission and vision suggests its going to do that by. Cocacolas new marketing strategy taste the feeling.
Nothing but global dominance and profit, despite coca colas negative effects on human health and environment. The main strategy and slogan of the company are availability, affordability, and. Pdf examines how cocacola has strategically positioned it self within the worlds soft drinks. Pdf the strategic positioning of cocacola in their global. Cocacolas headquarters are in atlanta, georgia, in america. Direct marketing cocacola uses direct marketing in many ways. It allows them to conduct business on a global scale while at the same time maintain a local approach. Its world headquarters is based in atlanta, georgia. This report looks at various marketing techniques used by coca cola to become one of the best known brands of the world. An evaluation of marketing strategies undertaken by coca. The company wants to emphasis that this diet coke product has.
And b2b marketers can learn three important lessons from this. Apr 05, 2020 download 12page marketing plan on marketing plan for cocacola 2020. Today, the company is the worlds leading manufacturer in the beverage industry, operating globally in more than 200 countries with its head office located in atlanta, usa. Creative excellence has always been at the heart of coca colas advertising and they have decided that content is now the key to marketing in the 21st century on a social web.